GTM and Growth
When the underlying capability is strong, but the proposition, customer focus, pricing or route to market needs sharpening to turn it into sustainable growth.
I set up Ferrybridge to provide advisory, interim and fractional support across complex B2B, industrial and technology-led businesses.
My career has given me a deep understanding of how value is created, and where it can sometimes be lost. I’ve worked across go-to-market strategy, customer propositions, engineering, product and technology, pricing and commercial models, procurement and supplier performance, partnerships, operating models and delivery.
This is what Ferrybridge is about. Helping businesses see the opportunity, shape the right response, and scale what works.
I help work out where the real issues are, bring the business and the right people together, and get things moving.
That might mean sharpening a proposition and route to market, improving commercial or supplier performance, reshaping an operating model, or helping a leadership team turn decisions into action.
I’m comfortable working across engineering, product, technology, operations, procurement and finance, and with customers, partners and suppliers. That breadth helps me test what is actually worth pursuing.
There is a difference between a solution that works and one that scales. The commercial test is where the business can make money, where it can save money, and where it can get more from what it spends.
My approach is straightforward, pragmatic and collaborative. I challenge appropriately, work closely with people and stay focused on the outcomes we’re trying to achieve.
When the underlying capability is strong, but the proposition, customer focus, pricing or route to market needs sharpening to turn it into sustainable growth.
When there’s an opportunity to simplify how the business works, clarify accountability, bring greater discipline to decision-making and improve performance.
When procurement and supplier relationships need to deliver on cost, certainty, resilience and working capital, while enabling delivery, innovation, routes to market and growth.
When a business needs additional senior capability to build, change or scale around a specific priority, challenge or opportunity.
I started my career in defence and spent nine years at BAE Systems working across complex programmes including the AC-130 gunship and Eurofighter.
I worked in cross-functional programme teams where commercial, procurement, engineering, manufacturing, suppliers, primes, customers and ultimately service personnel all had to come together to deliver. It gave me a grounding in complex programme delivery, contracting, customer and supplier relationships, and an early appreciation of how decisions can impact time, cost, quality and operational readiness.
RBS was an opportunity to move into enterprise technology sourcing at a very different scale. I led major software and technology negotiations, spent time working in the US with Citizens Bank and was involved in the commercial integration following the ABN AMRO acquisition.
It sharpened my sourcing and negotiation skills and brought greater rigour and discipline to how I approached sourcing, supplier management and commercial decision-making.
BP added another level of scale and complexity. I initially joined in technology sourcing but was soon stretched into broader responsibilities, ultimately leading technology operations supporting major Upstream regions including the North Sea, Gulf of Mexico, Angola and Azerbaijan.
My roles spanned procurement, strategic suppliers, technology operations, major transformation and operating-model change. It meant leading global teams and living with the consequences of the decisions we made. These were production and safety-critical environments where services had to work, suppliers and partners had to perform, and commercial choices had real consequences for production and performance.
Most recently, I joined a maritime technology start-up on day one, with wires still hanging from the ceiling and little more than an idea on the wall.
I wore many hats alongside the founding team, working from early product concepts through development and MVP, and through the failures, pivots and ups and downs that come with building something new.
That meant market discovery, working out who the real customers were and what mattered to them, shaping the proposition, pricing and messaging, testing routes to market, building partnerships and the commercial team, winning our first customers and helping the business scale into new markets.
I’ve spent my career joining the dots across functions, suppliers, partners, customers and delivery.
It’s not about being the expert in every discipline. It’s about understanding how they connect, working out where the real issues are, and bringing the right people together to get the right outcome.
Sometimes that means helping something move faster. Sometimes it means challenging the premise, making a hard choice or stopping something that no longer makes sense.
If you’re working through an opportunity, decision or change that doesn’t sit in one box, get in touch.